Is your direct mail campaign looking to reach specific people or neighborhoods? If your campaign is geographic, then EDDM (or simplified mail) is a huge cost saver in overall mail costs.
Every Door Direct Mail (EDDM) is a program by the US Postal Service. It helps small businesses promote themselves within their local community.
EDDM doesn’t require a purchased mailing list. Instead, your mailer is delivered to every house and business on the designated mailing route.
Using this program allows you to easily target customers at a reduced postal rate.
1. Doesn’t Require a Mailing List
Often, businesses have to purchase targeted mailing lists to expand their reach and exposure. These lists really get down to the nitty-gritty of your targeted audience (full name, address, type of business, number, age, etc). While these mailing lists are incredibly useful and effective, sometimes you just need something a little simpler.
Possibly the best thing about EDDM is that it doesn’t require any purchased mailing lists.
Rather than adding unique addresses to each mail piece, the terms “Residential Postal Customer” or “Postal Customer” instructs the postal delivery person to simply put one in every mailbox. You have a choice between Active Residential (household only) or Active Residential & Business (household and business).
All you need to do is drop off your mailer to the USPS, designate your chosen carrier routes, and the drop date. Then your mailer is in the hands of hundreds to thousands of potential consumers.
You could take this a step further and use USPS’ EDDM Online Tool to map the zip codes and neighborhoods. Additionally, you can filter this information by age, income, and household size.
And, you can send between 200-5,000 mailers per day per zip code. That’s a ton of potential for new business.
2. Cost Effective
As shown above, not requiring a mailing list is a huge cost-saver. In addition to this, targeting locally also cuts down on costs since your mail doesn’t need to travel far distances.
One of the unique features of EDDM is that you can send your mail for a price as low as $0.164 per piece (up to 3.3oz). On the other hand, targeted mailing with specific demographics can cut way down on total pieces mailed but the average postage can be close to 27 cents.
Overall, local marketing has never been more affordable and the USPS does all of the hard work for you.
Also, there’s no requirement to have a postal permit. This further saves you money from having to annually renew your permit.
While EDDM does allow you to mail without a mail list or postal permit, for larger mailing a mail house can drop many more pieces simultaneously and with more options as to where the mail can drop.
Design an eye-catching, colorful, and informative flyer or postcard, utilize a local printer, and drop them off ready to mail at your local USPS.
Not sure how to start designing a mailer? We have 40+ years of experience in printing, mailing, and designing. We’ll be happy to do it for you.
3. Easy Targeting
Easy targeting is a no-brainer, it doesn’t get any easier than it does with EDDM. As we’ve established, USPS does all of the leg-work for you.
There is no need to purchase a mailing list, and you simply have to let USPS do the job of delivering your mailer.
Knowing your audience can take research, and knowing exactly who to target can take even more.
But, with EDDM you can simply target everyone on the carrier’s mail route — there’s no effort involved. So every household and every business on their route will be able to see your mailer.
People tend to love supporting local businesses, so sending an incentive (ex: coupon) in the mail is a great way to get them to check out your store.
Conclusion
EDDM is a fantastic marketing tool for anyone looking to grow their brand awareness and exposure. A few examples include small businesses, colleges, restaurants, realtors, non-profits, and local political campaigns.
The effectiveness of direct mail has a high response rate and makes a lasting impression.
Every Door Direct Mail can help you market your business with ease. Whether you’re just starting out, offering a sale, or sending out menus, this program is a great way to expand your reach.
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Want to try using EDDM for your next direct mail marketing campaign? You can email us at info@graphicimage.net or contact us here.
